Information Channels Stimulating Buying Behavior of Working Women in GOA

Abstract

Identification of Problem: Through the Literature review carried out in the understanding of this topic, it was clear that a concrete study might have been carried out in US but such a study is not carried out recently in India. How far the US study is applicable to the Indian marketplace is what I have studied with special reference to Goan Working Women targeting the Goan market. Importance of the Study: For most companies today, women and their varied buying behaviors are the market that can effectively make or break their brand. Given the experience in a large, traditionally male – focused industry, we should encourage other companies to include the women’s angle in their existing objectives, rather than adding a separate business unit to market to women. Understanding the various information sources (TV, print, internet) which influence working women’s buying behavior will in turn help various organizations to study their niche markets more closely and ultimately lead to the generation of more sales and profitability. Concept: Definition of Working Women: A woman whether single or married, but is working full-time and is having the capacity to earn her living by way of salary or by way of income from business.Objectives of the Study:- To analyze the information channels which stimulate the buying behavior of working women with special reference to:- Television, Print & Internet Advertisement- To study the influence of reference groups(Family and peer group) on working women.Research Methodology Universe and Sample of the Study: The universe size is approximately around 1,50,000. The target population comprised of working women from the segments of education, banking, nursing, corporate from the salcete area of state Goa and the study was conducted before the recession in 2007. The above main segments have been considered for the study on the basis of feasibility, availability and willingness of the respondents.Data was collected from 109 respondents and were analyzed using a structured questionnaire tool of open and closed ended questions to find out the information sources which stimulate women buying behavior and the responses were measured using Dichotomous, multiple choice, Likert scale, Importance scale, rating scale, intension to buy scale. The consumer survey was based on random sampling. The Secondary data used for the study is Magazines, Internet websites, Journals and publication and other related books.Statistical Tools Applied:1. Nominal by Nominal Chi-Square Test for Cross Tabulation & Contingency Coefficient2. Ordinal by Ordinal Cross Tabulation using Symmetric and Directional Measures3. One-Way ANOVA4. Tabulation, Graphical Presentation – Pie-Chart, Bar Diagrams